Kişisel Değerlerin Kuramsal Yapısı ve Pazarla‐ madaki Uygulamalar

Yıl 2010, Cilt: 5 Sayı: 1, 49 - 70, 01.04.2010

Tülay Korkmaz Devrani

Öz

Bu çalışmanın amacı antropoloji, sosyoloji, psikoloji ve pazarlama gibi çeşitli disiplinlerde sosyal araştırmalara konu olmuş önemli kavram‐ lardan biri olan değer kavramının ayrıntılı biçim‐ de incelenmesidir. Bu bağlamda çalışmada değer tanımları, değerlerle ilgili önemli kuramsal çalışmalar ve kişisel değerlerin pazarlama ala‐ nında ne tür çalışmalarda kullanıldığıyla ilgili ayrıntılı bilgi verilmesi amaçlanmaktadır. Konuyla ilgili yapılan çalışmalar kişisel değerlerin pazar‐ lama alanında, tüketici davranışlarının nedenle‐ rinin ve tüketici tercihlerindeki farklılıkların belirlenmesinde önemli bir kavram olarak ele alınmasının gerekliliğini ortaya koymaktadır.

Anahtar Kelimeler

Kişisel değerler, tutum, davranış, neden‐sonuç zinciri.

The Conceptual Framework of Personal Values and Applications in Marketing

Öz

The purpose of this study is to explore the con‐cept of value, which is one of the most important topics in many social studies such as anthropol‐ogy, sociology, psychology and marketing in detail. In this context the current study is aimed to give information about the definitions of value, the important value theories and how personal values are used in different studies in marketing. When theoretical and empirical studies have been examined in literature, it is clearly seen that personal values, play an impor‐tant factor to identify the reasons of consumer behaviors and the differences in consumer preferences in marketing.

Anahtar Kelimeler

Personal values, attitude, behavior, means‐end chain.

Kaynakça

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